Barely 22 years old, with the measured, respectful manner of a young gentleman from a good school, Riccardo Busignani is already well underway on the path of entrepreneurship. His experience is still taking shape, but it is backed by a strong drive toward innovation and digital thinking, near-native English, and a remarkable ability to move across continents and distant lands precisely to learn about and understand new developments before they reach us.
Riccardo, you left behind the comfortable life of a student to try your hand at a rather complicated sector — real estate. A comfortable life, because you could have played the role of the boss’s son at least until you turned thirty. Why did you make this choice?
“Honestly, I have to say I never had much passion for studying, and I asked myself: why should I waste time and money trying to reach a goal I’m not interested in? That simply wasn’t my calling. So, after talking it over at home, I decided to go to work, and I started in a warehouse belonging to the family business. I spent a couple of years there, and then my father asked me to join his new company, Viridis, and now I work in this sector.”
What is Viridis?
“It’s a company founded with a very specific purpose: to do something different, something that hadn’t been done before. In other words, to bring back the shine of the real estate market the way it used to be — without any dirty dealings. To work in an honest, clean way, safeguarding the environment, which is the most precious asset we have.”
That’s a truly noble goal, one that unfortunately isn’t very widespread. How do you pursue it? What are your working methods?
“Let me explain with facts. We’re building on a large plot of 12,500 square meters, all of it developable. Instead, we’ve set aside a thousand square meters for a park within the residential complex, which not only makes it more pleasant — nobody likes a sea of concrete — but also reduces pollution, mitigates extreme heat or cold, and provides a space for biodiversity. For us, the principle is: greater livability means greater sellability. Especially with this eco-friendly approach.”
This environmental awareness, which does your company credit, unfortunately wasn’t there in the past, and it fueled the widespread perception that real estate developer rhymes with speculator. How do you deal with this prejudice?
“We respond with facts. We keep moving forward. We know this is the right way to work, respecting people and the environment around us. To those who say we’re polluting or making a mess, we’ve already responded by demolishing a warehouse containing asbestos and then cleaning up the entire area of toxic materials that had even compromised the local flora and fauna.”
What stage is this new Viridis complex at, given that nothing is yet visible from the highway?
“We’ve just finished the site development work — laying out utilities and infrastructure. We’re ready to begin excavation for the foundations.”
From a commercial standpoint, how is it going?
“I’d say very well. Out of the 27 apartments we’re building, we’ve already sold 26. In terms of market share in San Marino, we’ve captured 70 percent. Of course, these are preliminary sales agreements, formalized before a notary. But we’ll be ready soon.”
If a client changes their mind about an interior color combination, a furnishing material, or the color of the walls or tiles, will their request be accommodated?
“Absolutely. The client has seen the apartment in the renderings, with all the details that make up the cost. But if they want to change something to suit their particular needs, they’re free to do so. We have a catalogue of materials from which everyone can choose what they like best. At the right moment, the client will be contacted by our architects, who will guide them through the review of all materials and any possible internal layout changes.”
Besides the option to personalize one’s home, what other distinguishing features does Viridis offer?
“First of all, the reduction of noise pollution from the road, thanks to tree-lined areas that will also improve the aesthetic appearance. At the back of the building, meanwhile, there will be the park, where no one will ever be allowed to build. So it will feel like living in a rural setting, just steps from San Marino’s historic center and just steps from Rimini. It’s a perfectly chosen location!”
High-end apartments with truly remarkable market response. What’s the secret?
“Our apartments are Category A+; we apply economies of scale to remain extremely competitive on price, we adapt to the client, we work with our own resources, and we’re flexible in every respect. And the market appreciates that.”
As experts in the sector, what advice would you give regarding the rental law, which was designed to help young people but hasn’t delivered results? How could it be improved?
“We should do what’s done in every other case. When a young person starts a new business, they get enormous tax breaks. The same applies when a company buys a warehouse to expand its operations. So why not apply the same tax relief to an apartment intended for young people or more vulnerable groups? One of our apartments costs 3,500 euros per square meter, but that price includes everything: the single-phase utility connection, every kind of fee and contribution, planning charges, and so on. That accounts for more than a quarter of the final price. If taxes and contributions were reduced for young buyers, it would mean a 20 to 25 percent drop in price. And everything would become more accessible.”
Riccardo, what’s your relationship with politics? Have you ever considered getting involved?
“I have thought about it, especially since my family has given me some very fine examples to look up to. But I believe that before taking such a step, you need to have a clear idea of what you’re going to do, and not get involved just to talk. For now, I’ll pass.”
